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Toyota Readies Lexus for Japan Launch

Premium Buyers in Japan Currently Purchase European Brands

Its hard to believe that the most influential Japanese luxury automotive brand isnt even available in its home market. This will change shortly, as the Toyota division will soon open 150 top-tier dealerships throughout Japan in an effort to extend the Lexus luxury image around the world.

Its dealership experience will have to be extraordinary to pull new customers through the front door, as Lexus is far from a household name in Japan.

According to Toyota, its new dealerships will showcase the best in customer service and sensational style. The automaker invited the media

The most influential Japanese luxury automotive brand isnt even available in its home market. (Photo: Lexus)

to a new Lexus retailer in Tokyo Thursday, and reports of a "shimmering white showroom of glass walls and leather couches" have been circulating. The dealership will open August 30th, when the brands 2006 model lineup becomes available in Japan.

Lexus will attempt to differentiate itself from traditional European rivals, such as BMW and Mercedes-Benz, which are extremely popular among premium

"Lexus hopes to grow into a younger premium brand for Japanese of the 21st Century with new values," commented Takeshi Yoshida, head of Lexus development. (Photo: Lexus)

buyers, by targeting a more youthful clientele "who arent afraid to assert their Japanese identities and sensibilities," or so says Takeshi Yoshida, head of Lexus development.

"Lexus hopes to grow into a younger premium brand for Japanese of the 21st Century with new values," he added.

So what can Japanese Lexus buyers expect? Top-tier service, of course. This will include a 24-hour helpline available inside each car. At the touch of a button

No announcement has been made as to just how many new cars and SUVs Toyota is expecting to sell through its new Japanese Lexus division. (Photo: Lexus)

Toyotas G-Book Alpha telematics system, similar to GMs OnStar service, can connect Lexus occupants to concierge for real-time information about road conditions, traffic, weather, and even information and directions to restaurants. The new system will also allow occupants to download audio, video and games. Even more important, G-Book Alpha will contact a 911 service in case of accident; alerting authorities of the state of the car and through direct communication, the state of its occupants (see automotive news for Apr 20, 2005: New Toyota Telematics System to Battle GMs OnStar?).

The system even can send a message to

Lexus will be in a position to harvest dealer-customer information learned in Japan and bring it back to North American markets. (Photo: Lexus)

a cellular phone via Net-linking, such as an alert if someone is attempting to break into the car.

For the time being, no announcement has been made as to just how many new cars and SUVs Toyota is expecting to sell through its new Japanese Lexus division, or how much the worlds second largest automaker is investing to bring the brand to its home market.

According to reports, senior managing director Kyoji Sasazu plans on using experience learned from selling Lexus in North America and Europe (see automotive news for Nov 24, 2004: Industry Report: Lexus Undaunted by Lackluster European Sales) such as financing and insurance policies, plus dealer relationships with customers.

The added bonus will be that Lexus

Toyota sells home market products that share styling with current Lexus products, such as the full-size Toyota Celsior sedan, which is nothing more than a retagged Lexus LS 430. (Photo: Toyota Motor Corporation)

will be in a position to harvest dealer-customer information learned in Japan and bring it back to North American markets.

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